TikTok’s Uncertainty: Brand if We Do, Brand if We Don’t
TikTok went dark for 12 hours before being revived, leaving tearful influencers and avid users in a state of collective panic leading up to its shutdown. Although the final day was anticipated, a sense of disbelief lingered over the reality of TikTok becoming temporarily unavailable. The platform has become more than just entertainment—it’s a daily staple, a livelihood for countless solo creators, and a critical tool for the operations of ~7 million businesses. While an extension provides more time to negotiate TikTok’s ownership, the app’s future in the U.S. remains uncertain. TikTok’s highly sought-after algorithm has revolutionized commerce, setting new, unattainable standards compared to traditional growth strategies. It has redefined brand awareness and made customer checkouts more dynamic and diverse than ever before. That said, the ban doesn’t diminish the ever-present spark of the creators who made TikTok what it is—because without them, the platform is nothing. Their talent and creativity are the fuel; the algorithm merely brought light to it.
Brands leveraging TikTok’s marketing capabilities, influencer opportunities, and commerce features like TikTok Shop have demonstrated the platform’s undeniable value as a powerful driver of sales and engagement. Aside from the nitty gritty of legal arithmetic and political entanglements, the grand dilemma remains: what will fall with TikTok, what will endure? For many, the fear is that their livelihood will take a hit, while their feelings about finding a new habitable app lie in a gray area. Leading up to the initial ban, creators began establishing their footing on alternative apps, each presenting its own unique challenges. Chief among these is the unresolved issue of replicating the income streams TikTok once provided. Many creators are now grappling with the harsh reality of losing not only their platform but also their voice.
Many brands can’t afford to play the waiting game. Creators may adapt their approach, or the standards for what defines a successful app may evolve—perhaps the reality lies somewhere in between. Regardless, businesses must remain vigilant, not only to align with their customers’ best interests but also to recognize the pivotal role they play in guiding creators through this period of uncertainty. By fostering collaboration and supporting creators within their brand communities, businesses can help navigate these changes while strengthening their connections with audiences.
The landscape outside of TikTok is setting the scene. Apps like X and Bluesky are trying to fill the void. Some apps have already added short form videos such as LinkedIn. Instagram’s Reels mirrors TikTok’s endless stream of videos but operates with a distinctly different algorithm. Unlike TikTok, Instagram heavily prioritizes who you follow, evident in their new feature allowing users to view reels their friends have interacted with. Generational divides have surfaced with Reels referred to as a “boomer app.” TikTok refugees have shown outrage towards Meta’s business, reflecting a reluctance among users to adopt their suite of apps as a replacement. TikTok supported its creators with ByteDance video editing app “CapCut.” The tools available on the app offered accessible editing tools to creators turning over content tailored for the TikTok feed. Now, Meta is unveiling a competing app – “Edits,” to support further video creation.
YouTube Shorts provides a home for short form videos. Yet, it is still finding its footing, as much of the short-form content there is repurposed from existing long-form videos. Snapchat has also attempted to capture TikTok’s content style, though its user base skews younger. The migration of American TikTok users to the Chinese app Xiaohongshu or RedNote has facilitated a unique cultural exchange between users in the U.S. and China. To accommodate English-speaking users, the app quickly localized its interface. Traditionally lifestyle-focused and popular with young Chinese women, Xiaohongshu is now seeing a shift in content and user demographics due to the influx of Americans. Still, the dilemma for creators remains clear: can their content thrive on platforms that weren’t designed with TikTok’s unique capabilities in mind? Many creators face the challenge of rebuilding their audiences and content strategies to suit platforms that lack TikTok’s reach. There’s now a growing urgency for apps to replicate the addictive, slot-machine-like appeal of boundless short-form content.
Creators are now facing a more diverse and competitive landscape, with some feeling the impact more harshly than others. It’s crucial that support—both professional and human—be considered from all corners of the industry during this challenging time. All is not lost. The innovative spirit of creatives, entrepreneurs, brand partners, small businesses, and household names has shown how adaptable and resourceful they can be in harnessing their unique strengths—whether as a supplementary tool for success or a primary source of revenue. This adaptability highlights the ability of people to evolve and find new ways to connect, market, and thrive.
TikTok has reshaped how we think about purchasing decisions, trust, and authenticity in recommendations. These lessons are not disappearing; rather, they will guide brands in applying the same ingenuity that made them successful on TikTok to other opportunities. What this future looks like is uncertain, but the possibilities are endless. It could involve more in-person events, community-driven sales, or a diversified and less concentrated app ecosystem. Deep down we want to look up from our phones anyway. Whatever form it takes, the creativity and savviness pioneered on TikTok will undoubtedly pave the way for impactful marketing in new spaces or revisiting traditional ones.
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